A1 Telekom Austria Group: Belarusian subsidiary finalizes rebranding into A1

  • Local Belarusian Dual Brand velcom | A1 turned into Single Brand A1
  • Repositioning in Belarus supported by the energetic brand identity of A1
  • Rebranding fosters the perception as convergent full-service ICT provider and as part of a powerful international Group
  • Consistent implementation of the Group’s single-brand strategy: A1 ‘brand family’ continues to grow
As of today, the A1 Telekom Austria Group’s operating company in Belarus announced the finalization of its local rebranding process. Starting from 12 August, it will appear on the market solely under the Single Brand A1. Previously, it had been using the Dual Brand velcom | A1 since April of this year in a transitional phase.

Thomas Arnoldner, CEO of the A1 Telekom Austria Group, on the most recent step in the consistent implementation of the Group-wide single-brand strategy: ‘Our A1 ‘brand family’ continues to grow. We are utilizing the distinct value proposition of A1 to support the repositioning on the Belarusian market. The energetic brand identity of A1 fosters the perception as a convergent full-service ICT provider and as part of a powerful international Group. A1 brand now stands for a convincing end-to-end customer experience via solutions that enrich the experience of work, life and play in the age of digitalization in Belarus as well.’

Alejandro Plater, COO of the A1 Telekom Austria Group, underlines the fundamental transformation of the Group’s operations in Belarus: ‘Originally operating under the velcom brand as the first local GSM operator, the company is now a full-service provider of telecommunications solutions via mobile and fixed networks as well as ICT and content services. This makes it a perfect match for the Group-wide concerted brand identity of A1 as an ideal and trustworthy digitalization partner.’

Back in 2017, the A1 Telekom Austria Group had announced its plans to gradually – dependent on local circumstances – expand the A1 brand to its entire operating business. With this objective, in 2018 the rebranding of the Bulgarian and Croatian subsidiaries to A1 and a brand refresh in Austria took place. In April 2019, the Group’s operating company in North Macedonia had announced the replacement of its local brand Vip by A1 in the course of this year. The A1 brand was previously already implemented on the Slovenian market and at A1 Digital as well as in the international corporate brand A1 Telekom Austria Group.